In the realm of interior design, stylists, recognized for turning creative visions into captivating editorial and commercial projects, are increasingly emerging as key influencers on social media. The rise of digital platforms has substantially redefined their roles, allowing stylists to not only extend their professional reach beyond the traditional confines of print media but also open up dynamic new avenues for brands to harness their expertise in forging connections with their audiences. This transformation sparks interest in how interior stylists navigate their dual roles and the distinctive value they bring as influencers. But how exactly can brands leverage this synergy to produce compelling content that genuinely resonates with today’s discerning consumers?

Drawing from expert insights, this article explores the multifaceted role of interior stylists as they emerge as powerful influencers in the home and lifestyle sectors. We will uncover the balancing act between their creative endeavors and the demands of managing an online presence, and look into how their profession is poised to evolve further. To shed light on this dynamic, VOCAST interviewed two influential Swedish voices in interior styling, Pella Hedeby and Frida Ramstedt.

Meet the interviewees: Pella Hedeby and Frida Ramstedt

From behind the scenes to center stage

The multifaceted work of an interior stylist extends far beyond ensuring the captivity of editorial and commercial projects, making each day at work anything but predictable. The behind-the-scenes of capturing evocative images celebrating the talking points of a space requires an array of responsibilities and thorough consideration of various elements that often remain unseen. When curating and staging interiors, be it for photoshoots, advertisements, editorial features or events, stylists must consider everything from textures and colors to the angles that best convey the narrative of that residence, all while following the client’s brief. By often collaborating with other professionals such as photographers and magazine editors in the process, as Pella describes, requires stylists to be adaptable to the unique demands of their projects. Ultimately, the day-to-day responsibilities and creative challenges evolve constantly, making adaptability key to succeed in this field.

“It’s everything from material choices and sketches for private interior clients to sourcing props for photoshoots. On other days I’m either working on set in a photo studio or on location, or then planning ahead with clients on site visits.”

@pellahedeby

Meanwhile, the increasing influence of social media has undeniably introduced a new dimension to the role of interior stylists. Social media platforms have become powerful spaces for visual storytelling, enabling stylists to connect directly with broader audiences, unrestricted by geographic boundaries. This has naturally led to a blending of personal branding with professional work, becoming a hallmark of modern interior styling. As Pella notes, the path to becoming an influencer alongside her styling work has unfolded in tandem. 

“It all came naturally and unplanned.”

@pellahedeby

Until recently, interior stylists were expected to showcase their creative work by investing in building extensive and often costly portfolios. The emergence of social media platforms has revolutionized this practice, allowing stylists a more accessible way to convey their creative visions. Platforms like Instagram are now widely used as powerful tools for sharing projects, effectively serving as a digital portfolio for stylists. Consequently, instead of relying solely on print media for exposure, stylists have an alternative medium for expanding their professional networks and reaching potential clients. With today’s stylists having to seamlessly balance their creative work with maintaining an online presence is a challenge that, as Pella highlights, requires not only strategic planning but also refined time management skills to fully harness the advantages of the digital platforms.  

“With social media, you have the opportunity to tell your own story and create the content that shows who you are, your personality, and your sense of style. It can be your best portfolio and business platform if you have the skills, time, and drive to make consistent content. We can´t forget that being an influencer takes time and focus, and we have to be able to do social media parallel to our work. And mix it with fingertip feeling.”

@pellahedeby

For many stylists, social media transcends the influencer label, serving instead as a platform for personal expression. Rather than posting solely for engagement purposes, stylists often use their feeds as a space to share personal projects and images that truly resonate with them. This allows them to stay connected to their original passion and present a genuine, unfiltered glimpse into their creative world. 

“I don’t think so much along the lines of being an influencer when sharing on social media today. I want to go back to where I started and use my platform to inspire. So, I share bits and pieces of my life and work when I myself feel inspired.”

@pellahedeby

Styling: Pella Hedeby for Watt & Veke, Photo credit: Helena Nord

Elevating brand partnerships

When it comes to connecting brands with interior stylists, Frida highlights that brands can expect compelling content that resonates deeply with their target audiences. Essentially, the expertise of stylists allows brands to showcase their products in visually compelling narratives curated to highlight the desired features of the products, from style to functionality and versatility, thereby capturing the attention of the target audience.

“We are experienced in creating images and interiors that are both beautiful and problem-solving. We know how to make a certain product appear as the hero of a room and make it look good in a context that your followers appreciate.”

@trendenser

Frida adds that interior stylists understand that when working with a brand it’s not only about relying on personal preferences or simply following popular trends. Instead, it’s about carefully understanding the brief provided by the client and delivering effective solutions. As such, this thorough understanding only elevates brand partnerships, ensuring they fulfill both aesthetic but also practical demands. 

“Many have a false idea that it’s just about making beautiful rooms but it’s much more about solving problems. You can’t just go for the things you like in your private home, or for popular styles, you must be able to listen carefully to your client’s needs and do your best to meet them.”

@trendenser

Besides, products promoted by stylists signal a high degree of credibility, as such brand partnerships go beyond conventional promotion but rather act as a testament to the authentic design choices of the stylist. As Frida highlights, stylists must be selective about the brands and products they work with to build trust with their audiences, reassuring each promotion thoughtfully reflects their professional aesthetics. This alignment creates a synergy that only amplifies their influence and solidifies the trusted position of stylists within the industry. Partnering with brands that stylists genuinely connect with not only reinforces their craft but also elevates both the brand and the product they represent in the process. 

“We need to be selective as our own names are at stake. I would never make a paid promotion for a brand or product I don’t personally like and that’s a ‘quality guarantee’ that my readers trust.”

@trendenser

Styling & Photo credit: Frida Ramstedt for Sommarnöjen

Mastering the digital frontier

The potential for social media to shape the future of the interior design landscape is immense, having already transformed how stylists connect with audiences and expand their professional networks. Emerging platforms and technologies will likely continue to redefine this profession, but as the digital space grows more saturated, Frida notes that the demand for genuine, emotional connection will become key. With audiences increasingly drawn to sincere content, especially as AI and automated technologies flood social media with generic posts, stylists who will be able to cultivate real connections will stand out. For brands, this trend presents valuable opportunities. As consumers increasingly turn to social media for decision-making, partnering with stylists who are uniquely positioned to drive influence and craft authentic narratives offers a powerful way to reach consumers on a truly meaningful level. 

“Social media is built on social interactions and the demand for that will increase when the use of AI-based communication becomes more common.”

@trendenser

The future for interior stylists holds significant promise yet is increasingly complex, as the steady introduction of new platforms and technologies requires them to refine and expand their skills to remain relevant in a rapidly evolving landscape. Adapting to these changes demands both flexibility and a willingness to evolve, as well as a strong grasp of both creative and technical aspects. As Pella points out, balancing these digital demands with artistic integrity presents a unique challenge, as maintaining an online presence must work in harmony with staying true to one’s creative vision. 

“I feel that it’s both a blessing and a curse to have this opportunity. And you definitely have to find a balance between being both a stylist and an influencer.”

@pellahedeby

Dos and don’ts: Working with an interior stylist

Working with an interior stylist can greatly enhance your brand’s reach and deepen its connection with your consumers. Here are some of the key dos and don’ts to consider for successful partnerships:

Meet the interior stylists across markets

Our international research team has gathered some of the most esteemed interior stylists from each market. Take a look below:

References: Design Dash: Should You Hire an Interior Stylist for Project Shoots? D5 Design Magazine: Social Media’s Impact on Home Design: Perspectives from Influential Designers Design Stories: Talking with 3 Creators of Nordic Happiness: “The best part? Sharing a passion with others”

Styling & Photo credit: Pella Hedeby for Villa Skog

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